BRAC: Shasthya Shebikas’ Role in Delivering Health Care Service to Rural Markets
(8 pages of text)
BRAC was the largest non-governmental organization in the world, reaching out to 138 million people. It made a significant contribution to reducing poverty in Bangladesh by employing more than 117,000 community workers (Shasthya Shebikas) to improve the health and nutrition of the rural poor. The manager of BRAC's Health, Nutrition and Population program was faced with two significant challenges. First, she had to find a way to encourage more people to use BRAC’s services; more than 60 per cent of the population sought the services of unqualified health care service providers, despite the significant contribution made by Shasthya Shebikas. Second, she had to bring down the 10 to 20 per cent turnover rate of the Shasthya Shebikas.
The case is appropriate for MBA students, executive MBA students, and health care management professionals. The case can be used in a health care service delivery module on health care management. It can also be used in a sales and distribution management course or in a rural marketing course. After completion of this case, students will be able to
- understand the preferences and attitudes of rural consumers, and identify the factors that influence rural consumer behaviour;
- appreciate the challenges faced by the managers in rural markets, including limited market information, inadequate distribution infrastructure, poor regulation in the health care sector, and limited, credible communication channels;
- learn to identify opportunities at the bottom of the pyramid and design strategies to create value for the rural poor;
- develop the ability to design a channel; and
- understand the issues of channel management and acquire knowledge to resolve these issues.
Health Care Services
Bangladesh, Large, 2017
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